Brands close in on Clubhouse | WARC | The Feed
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Brands close in on Clubhouse
Clubhouse, the audio-based invite-only social app, is working directly with a group of key influencers (or ‘moderators’) to prepare them for success, with brands ready to invest in the buzzy platform.
Why it matters
With around two million weekly active users, Clubhouse is small in social media terms, but caters to an audience of influential early adopters who – anecdotally, at least – spend long periods on the app. Unfortunately for brands, with no obvious space for advertising, the emerging route to this audience is through important moderators who host and chair popular discussions.
Background
During its short history Clubhouse has been described as a transformational technology, caught fire in China before a swift dowsing, and is mid-way through its own privacy scandal as the platform drew criticism for hoovering up users’ phone contacts and for allegedly leaky infrastructure. Now, brands are arriving to experiment on the app.
The detail
- Brands are coming to see particular rooms as dedicated audiences based on the topic of the discussion.
- Pernod Ricard cognac brand Martell has collaborated with the marketing influencer Karen Civil on weekly discussions with Black female entrepreneurs during Black History Month.
- Between Clubhouse’s own stance and the ad-free experience its users seek, it would be wise to keep any activity subtle and avoid hard selling.
Key quote
“Because it’s so new and fresh, brands seemingly have no idea what to look for when it comes to Clubhouse, they just know it’s a significant avenue that they should capitalize on” – Jin Yu, an angel investor and well-known Clubhouse moderator tells Digiday.
Sourced from Digiday, WARC, New York Times, SCMP
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